Direct Line Blog

What the World Cup taught me about mail

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Though my interest in soccer is passive at best, and in that sense on par with the national average, I can certainly sympathize with the countries on the receiving end of some of the terrible calls made throughout the tournament - botched offside flags, legitimate goals disallowed, spill after poorly acted spill leading to cards and subsequent suspensions. It got me thinking that the games have probably always been refereed in such a way, but no one ever noticed because only now do we have the technology to point out the many flaws. Technology has changed the game and failing to update the way the game proceeds will only incur more resentment toward the sport's managing body for failing to keep pace.

I feel the same way about the USPS. Though there have been countless articles and comments on this site debating the benefits and disadvantages of a five-day delivery week, I don't see how or why the USPS should continue Saturday delivery. In the same way my behavior is representative of our collective interest in soccer, I think I'm representative of most people in my age bracket in the direct mail arena as well. And by that I mean I get hardly any mail. Everything I do is online - bills, catalogs, shopping, bank statements. I know direct mail is the most difficult communications channel to ignore and has the widest reach since everyone has a mailing address, but that marketing scope will not change with a five-day week. Technology has changed the communications game just as it has in soccer (and baseball, but that' s conversation for another blog), and the USPS needs to realize the flaws in it's own game. This is an oversimplified, highly subjective take on the situation from someone who has not worked for the USPS, I know, but I cannot foresee myself or anyone I know ever needing (or even wanting?) mail delivered on a Saturday.

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